You are to select a topic in consumer behaviour that interests you and write a r

You are to select a topic in consumer behaviour that interests you and write a research paper of between 15 and 20 pages (double spaced, with 1-inch margins and 12-point font). This paper should be based principally on articles found in marketing and consumer behaviour journals, such as the following:
Journal of Consumer Research
Journal of Marketing
Journal of Marketing Research
Journal of Advertising
Journal of Advertising Research
Advertising Age
Journal of Business Research
Journal of Marketing Theory and Practice
Journal of Consumer Psychology
Psychology & Marketing
You may also find interesting articles in textbooks, magazines, and trade periodicals and on websites.
Your paper should contain no fewer than four academic journal references and no fewer than twelve different reference sources overall.
Topics
What are some ideas for choosing a topic?
The problem that students typically have when choosing a topic is that almost anything can work. However, here are a few ideas.
You must choose a marketing topic (Consumer Behaviour is a marketing course). It might be easiest to begin by choosing an organization (or a case) that is either real (e.g., a firm you know or work for) or invented (e.g., a business you would like to start). You may need to make some assumptions to make things work—just be sure to state any relevant assumptions. You can choose a firm described in the textbook or in another textbook.
After you have read some of the textbook, you will have a better idea of the areas that interest you. Some potential topics include the following:
• the effectiveness of digital advertising in reaching selected target markets
• the use of celebrity endorsers
• how to advertise effectively to children
• decision making under risk and uncertainty
• examining country of origin effects to help create better international advertising campaigns
• portrayal of women in advertising
• investigating ways for marketers to cut through advertising clutter and reach potential consumers in meaningful ways
• countering negative word of mouth
• the use of social media such as blogs, Facebook, Twitter, and other applications
• applying attitude models to help de-market consumer activities like smoking and gambling
• some aspect of the COVID-19 epidemic and its effects on consumers
You are encouraged to be creative! However, if you personally are close to a firm or topic, it can be easy to lose sight of the research question, so you must also be objective. You can imagine that you are an external consultant brought in for your expertise.
Major headings should include the following: Title Page, Table of Contents, Introduction, Literature Review, Analysis, Future Research, Conclusion, and References. You will add other sections and minor headings as needed to organize coverage of the topic you have chosen.